Article parent firm renames itself, unifies brand and outlines strategy

The parent company of, Ctrip, Skyscanner, and Qunar has renamed itself from International to Group. The online travel company, which celebrated its 20th anniversary, said the change is a reflection of its next major endeavour, as it enters a new phase.

Alongside the new brand, Group has also formalised its “G2 Strategy” – “Great Quality for Global Customers”. It will be the driving force behind the company’s next phase. Group CEO Jane Sun said the company started twenty years ago with its first call centre in China and subsequently embarked on a “all-in-mobile” strategy in 2013. The strategy saw 80-90% of transactions move to its mobile platforms. “Now, it’s time for us to set out once more, with our sights on delivering the the best travel experience to our customers, no matter where in the world they may be,” she explained.

The new brand and strategy, according to the co-founder and executive chairman of Group James Liang, are not a deviation from the company’s roots, but an “affirmation of the unified identity and mission” of its platforms.

He added: “Our vision has always been to be the most reliable, convenient and responsible travel service provider for our customers. Now, it’s time for us to bring together our businesses, resources and expertise from China and abroad, to deliver the best experience to our customers in every corner of the globe.” Group currently has 400 million users in China and Asia. Over 35% of total revenue and 100 million users on the company’s platforms are attributed to its operations outside mainland China, as well as international strategic investments in partners such as the Indian online travel agency, MakeMyTrip, said a press release.

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